Copywriting

Copywriting tips and techniques.

My fitness friend My fitness friend

How great UX copywriting becomes part of the product, rather than just describing it.

Five metaphors for Brexit Five metaphors for Brexit

Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?

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Beanz meanz memoriez Beanz meanz memoriez

How an image intended to discourage led me down memory lane.

What is tone of voice? What is tone of voice?

How written tone of voice lets brands communicate consistency, character and value.

Divide and rule Divide and rule

Using divisive authority figures to encourage the reader to disobey.

The story of a book cover The story of a book cover

What happened when I tried to imagine a writing book without pencils on the cover.

Are copywriters liars? Are copywriters liars?

Are copywriters really paid to lie?

The mistake is the message The mistake is the message

Donald Trump uses mistakes in English as communicative tools. Should brands be doing the same?